Canon strategic analysis

I. BUSSINESS DEFINITION AND SCOPE………………………………………………..2
1.1 MISSION AND VISION STATEMENTS……………………………………………2
1.2 PRODUCT DEFINITION…………………………………………………………….2
1.3 SCOPE AND LIMITS…………………………………………………………………2
1.4 COMPETITORS………………………………………………………………………2
1.5 TARGET MARKETS…………………………………………………………………2

II. ENVIRONMENTAL ANALYSIS………………………………………………………..4
2.1 NEAR ENVIRONMENTAL ANALYSIS……………………………………………4
II.A.1 MARKET REVIEW…………………………………………………………..4
A. CHANGES IN DIGITAL CAMERAS MARKET IN RECENT YEARS.4
B. CUSTOMER BEHAVIOURS……………………………………………4
II.A.2 FUTURE MARKET ATTACTIVENESS……………………………………5
II.A.3 COMPETITORS ANALYSIS………………………………………………..5
II.A.4 TARGET MARKET ANALYSIS……………………………………………5
II.A.5 DISTRIBUTION………………………………………………………………6
2.2 REMOTE ENVIRONMENTAL ANALYSIS………………………………………..6
2.2.1 ECONOMICS…………………………………………………………………6
2.2.2 POLITICAL…………………………………………………………………..6
2.2.3 SOCIAL………………………………………………………………………7
A. POPULATION GROWTH……………………………………………….7
B. AGING POPULATION………………………………………………….7
C. TECHNOLOGICAL……………………………………………………..7
D. ENVIRONMENTAL……………………………………………………..7
III. CRITICAL SUCCESS FACTORS……………………………………………………….7

IV. INTERNAL CAPABILITIES……………………………………………………………10
4.1 WORLDWIDE BRAND AND LONG HISTORY IN CAMERA MARKET…….10
4.2 QUALITY OF PRODUCT…………………………………………………………..10
4.3PRODUCT INNOVATION – RESEARCH AND DEVELOPMENT…………….10
4.4SERVICES…………………………………………………………………………….10
4.5 SOCIAL RESPONSIBILITIES……………………………………………………..11
4.6 ENVIRONMENT…………………………………………………………………….11
4.7 CULTURAL VALUES……………………………………………………………….11
V. PROBLEMS AND OPPORTUNITIES STATEMENT………………………………..12
APPENDICES
REFERENCES.

I. BUSSINESS DEFINITION AND SCOPE
1.1 MISSION AND VISION STATEMENTS
Founded in Japan, Canon has successfully expanded worldwide and become multi-nationally recognised. The corporation’s philosophy on operating (or kyosei in Japanese) is “living and working together for the common good”. Canon has built its prestige and now as a well-known

References: 1. Keika Fatakia. (2012). Sony Corporation: Strengths, Weaknesses, Opportunities and Threats. Daily Finance. Retrieved from http://www.dailyfinance.com/2012/03/02/sony-corporation-strengths-weaknesses-opportunitie/. 2. Reid, P.(2010). Strategic Marketing: Decision Making & Planning. Third edition. Cengage Learning: Australia, 2010. Chapter 13. 3 4. Statistics New Zealand, 2011. Population survey. 5. Statistics New Zealand, 2011. Employment and Unemployment survey. 6. Statistics New Zealand, 2012. Gross domestic product survey. 7. Boyer, M. (2010). Canon – Consumer Digital Lifestyle index: Reporting period: 2nd half, 2010. GfK Retail and Technology Australia PTY ltd. 8. Boyer, M. (2010). Canon – Consumer Digital Lifestyle index: Reporting period: 2nd half, 2011. GfK Retail and Technology Australia PTY ltd. 9. Nikon annual report, 2011. http://www.nikon.com/about/ir/ir_library/ar/pdf/ar2011/11annual_e.pdf 10